The Hockey Hall of Fame is a historic sports institution that has captured and iconized the memories of a great Canadian pastime. It has been long-overdue for a full visual and UX overhaul to introduce the game to a younger, more digitally savvy fanbase. The goal for the new identity wanted to preserve the foundation of the game and its historical relevance, but cater to the evolution that hockey has seen progress in the last ten years. I was able to conceptualize and formulate a visual identity that would be the framework to be built out and adapted across numerous interactive pages, marketing campaigns and even memorabilia.